We first covered the Intel Atom x3 SoC for mobile devices during the Intel Intelligent Generations 2015 event in May. Codenamed SoFIA, this Singapore-designed system-on-a-chip (SoC) has been powering affordable smartphones and phablets in the Chinese market. Now it has finally arrived in Malaysia in the guise of the JOI Phone 5 smartphone and the JOI 7 Lite phablet.

On the 26th of June, 2015, we were invited to the official launch of the JOI Phone 5 smartphone and the JOI 7 Lite phablet by Intel Malaysia and SNS Network. Held at the swank French-Japanese restaurant, Franco, select members of the media were given first hand access to the two new Atom x3 devices.

Sumner Lemon, Country Manager of Intel Malaysia and Singapore started the event with a short speech on the Intel Atom x3 system-on-a-chip (SoC), and how it allows companies like SNS Network to create highly affordable mobile devices like the the JOI Phone 5 smartphone and the JOI 7 Lite phablet.

Ko Yun Hung, Managing Director of SNS Network Sdn. Bhd. then showed off the JOI Phone 5 smartphone and JOI 7 Lite phablets. Both of these devices are powered by the Intel Atom x3-C3130 SoC, and run on Android 4.4. SNS Network aim to eventually upgrade it to Android 5.0 Lollipop. We will give you the full details of both these devices in the next page.

Here, we have Sumner Lemon holding the new JOI Phone 5 smartphone, and Ko Yun Hung with the JOI 7 Lite phablet. SNS Network expects to sell 10,000 units of each model this quarter.